Nickclick

A new service will let kids watch Nickelodeon TV shows -- and ads -- on their computers.

July 9, 2005|By Harry Berkowitz, Newsday

Nickelodeon is blending together two of the biggest obsessions of youngsters -- television and the Internet.

The cable-TV channel is launching a free service that allows viewers to choose and watch some full-length episodes of its kids programs online at any time of the day, including SpongeBob SquarePants and The Fairly OddParents.

Similar to television, the shows include 30-second commercial interruptions. Unlike taped playbacks from television, however, the ads can't be skipped. Taking advertising a step further, a still image of each commercial lingers at the bottom of the screen during the program until the next commercial.

The service, called TurboNick, launched quietly on nick.com last week but won't be promoted heavily until July 17 as Nickelodeon works out the kinks. It resembles the video-on-demand service that Nickelodeon offers through some cable-TV operators.

"Kids are going everywhere technology is, and we want to be where kids are," said Mike Skagerlind, senior vice president and general manager of Nickelodeon Online, adding that Nick also offers video clips on cell phones.

At TurboNick, youngsters can choose from up to 20 hours of programming each week, ranging from 30-second shorts such as Mr. Meaty to full 22-minute programs, including some premieres that will be on television later, such as the animated Catscratch.

The shows fall into six categories, including animated Nicktoons, TEENick, comedies, and entertainment world clips.

Critics say TurboNick provides more evidence that marketing to children has gotten out of hand.

"This is a way of hooking kids well beyond the 30-second commercial," said Susan Linn, a psychologist at the Harvard-affiliated Judge Baker Children's Center. "Marketers are working harder and harder to make sure their brands are in front of children's eyeballs as much as possible throughout the day."

Advertisers include Topps, General Mills, Kellogg's, Activision and Sony Pictures.